cyber-duck-logo Brand Bible

Our Mission

Our constant mission: to innovate, communicate and execute where no one else has dared before. We aim to create a stellar user experience across every project and work with forward-thinking companies in a variety of sectors.

The three pillars

Our unique philosophy is powered by three core values.
They infuse our agency’s principles and the values of each and every team member. These are the foundations of the Cyber-Duck way!


Our lean approach is ISO accredited and focuses on continual improvement.

Follow our process to yield the right results and reduce waste.

Continue to improve through self-reflection and iteration.

Be adaptive, as sometimes you may need to change approaches to solve challenges.

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Community, culture and growth are at the heart of what we do.

Grow leadership, training and expertise from within where possible.

Share knowledge with your team, clients and the community.

Make information beautiful with effective communication that doesn’t overload.

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We promote cutting-edge innovation through an iterate, test and validate cycle.

Pursue long-term thinking, basing decisions on this philosophy yet acting quickly.

Get quality right from the outset via user centricity and levelling the workload.

Automate where possible, as standardised frameworks and procedures can reduce errors.

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10th Anniversary Rebrand Story
A word from our founder


For any business, the name’s the thing. Our CEO, Danny Bluestone founded Cyber-Duck in 2005. He wanted a name that was fun, relevant and memorable. So, what was the thinking behind it?


The Greek roots translate as ‘skilled in governance’. This taps into our pride and joy – a process-driven approach. More than computer networks, ‘cyber’ evokes the fascinating digital industry we innovate within. It captures grasping virtual realities, augmented humans and futuristic sci-fi visions.


These creatures are diverse and densely populate many cosmopolitan areas. Ducks are uniquely comfortable on land, in water and in the air. So, they are the perfect symbol for a full service agency, packed with talented people. In ancient Egypt, ducks were even considered sacred… hint hint.

‘Cyber-Duck’ truly captures the spirit of our dynamic, diverse agency. It blends the adaptable talents of our duck-shaped mascot with immersive, exciting cyberspace. Thankfully, our name still resonates – but let’s hear from the experts!

Timothy Leary

Timothy Leary (Author, Chaos & Cyber Culture)

"Much of the real action is taking place in what is called cyberspace. People have learned how to boot up, activate, and transmit their brains."

Timothy Leary, (Author, Chaos & Cyber Culture)

William Gibson

Dr. Mark Miller (Ecological Statistician, Interview)

"Ducks are powerful, fast fliers and are comfortable on land, in water and in the air. They were even considered sacred in ancient Egypt!"

Dr. Mark Miller (Ecological Statistician, Interview)

Mark Miller

William Gibson, (Opinion, The New York Times)

"Cyberspace, not so long ago was a specific elsewhere, one we visited periodically... Now cyberspace has everted. Turned itself inside out. Colonised the physical."

William Gibson, (Opinion, The New York Times)

Ed Hutchings

Ed Hutchings (Journalist and Wildlife Guide, RSPB)

"Ducks have a cosmopolitan distribution, found in both freshwater and seawater. They are just remarkably well-adapted for a wide variety of environments!"

Ed Hutchings (Journalist and Wildlife Guide, RSPB)

...AND the best advice? Michael Caine

"Be like a duck. Calm on the surface, but always paddling like the dickens underneath"

Michael Caine (needs no introduction!)

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We aim to communicate Cyber-Duck’s mission, values and expertise packed with real personality! This approach helps build authentic engagement, attachment and loyalty from our partners and the community. Our core personality traits are:

  • Confident and meticulous
  • Enthusiastic and unconventional
  • Adaptable and responsible

Usually, it’s all about adding the classic ‘human face’… but of course, we’ve added a twist. Meet Avery. More than a logo, our favourite feathered friend easily embodies the traits we live and breathe.

How does she do this? Avery is a confident, poised yet animated creature. It looks like she effortlessly floats on the ever-changing waters of the digital pond. But, she’s feverishly paddling under the waterline to ensure that perfect balance.

And that's just on water. Avery loves to take flight and explore so many environments – always maintaining her elegance, strength and experience. But she’s a loyal bird who supports her flock, whether they are in her local pond or exotic lake across the sea.

what we do


Now you understand our philosophy, personality and history… it’s time to get down to the details. How do we use our visuals & voice to communicate our brand? Check out our guidelines and inspiration below. Enjoy!

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